1. The importance of Branding and Brand Positioning
ADVERTISING CAMPAIGN STRATEGY
Donald Parente
The importance of Branding and Brand Positioning

2. Brand image Brand equity
Branding
David Ogilvy
One of the most vigorous advocates for the importance of
brand image over the past three decades.
Brand image
Brand equity
Branding

3. Brand Image Brand Image and Brand Equity Brand Image?
“Cluster of attributes and associations that consumers connect to the brand name”
The corporation making the product
Brand
Image
The product it self
The consumer using the product

4. Brand Image and Brand Equity
Brand equity has been defined more from a managerial than a consumer perspective
Brand Equity
Brand
image
Brand
image
Brand
image
On finance
On consumers

7. Brand Image and Brand Equity

8. consumer bonding Functional approach Symbolic approach Experiential

9. Brand Image and Brand Equity
consumer loyalty
perceived brand quality